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Monadic vs sequential monadic concepting testing. Which should you use – and when?
Table of Contents High rates of new product failure The development of a new product or service concept is a hugely important and exciting time for any business. However, there are several points within the new product development process when

B2B segmentation – The definitive guide
Table of Contents The B2B Segmentation Challenge The challenge inherent in B2B market segmentation often lies not in identifying the segmentation model that will best suit the client’s needs, but rather in persuading that B2B organisation of the considerable, commercial

How to measure Brand Awareness – What you need to know
Table of Contents What is Brand Awareness? Brand awareness is defined as the extent to which consumers are familiar with a particular brand, and the associations they have with it. This can of course be influenced by many factors, including

How to measure advertising effectiveness
Introduction To really understand advertising and how to measure its effectiveness, it’s first necessary to accept a basic truth: mostconsumers don’t give a stuff about brands and only pay scant attention to adverts. Les Binet, Group Head of Effectiveness at

Face to face versus online qualitative research – which one wins?
Introduction The use of online (as opposed to face-to-face), qualitative research for conducting focus groups has increased sharply over recent years. But what is driving this trend and as a client, how do you decide whether online or face-to-face qual

Is your segmentation losing its mojo?
Customer segmentation is a market research tool that divides a brand’s consumer base into different groups, with the goal of gaining a deeper understanding of different types of customers. Although it’s a popular market research tool for many brands, it

Market Research Trends for 2022 – 2024
Market research is constantly evolving, with new tools and technology to help brand owners identify trends and gain a deeper understanding of the consumer experience. But what about trends in the market research industry itself? From agile research to artificial

Make Semiotics Work for your Brand
Language, symbols and colour are all examples of visual signs that communicate meaning, and the study of these signs is called semiotics. From a green traffic light telling us it’s safe to go to a red one telling us to

How to Market to Consumers in a Downturn
After the Chancellor’s recent Budget announcement warned of challenging months ahead in the aftermath of the pandemic, the Institute of Fiscal Studies has predicted that millions of UK consumers will be worse off in 2022. Spiralling costs, tax rises and inflation